When you have something to communicate, do it simply, decisively, without any ambiguity or extra frills, and look the receiver of the communication in the eyes. This holds for personal communication, advertising, and now for the myriad of social communication sites that have burst onto the communication landscape.
This commercial, from back in the 60’s, by the now long gone Union Carbide advertising their insulation must be one of the greatest commercials ever. I saw it as a kid on our first TV, and have never forgotten the message. It talks about the product, demonstrates the benefit, is a simple idea easily communicated, you watch and remember all the commercial, not go to make a coffee.
The communication landscape may be radically altered from when I was a kid in the 60’s, but the skills of effective communication remain just the same, just as human. However, the production values have gone up a bit, we could now shoot a better looking commercial on our mobile phones, but it is not the look, but the message that counts.

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About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy.
The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival.
We not only give advice, we go down "into the weeds" to ensure and enable implementation.